who me

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I help change how brands are experienced

My work includes helping the MoMA define and act on a new mission, turning Showtime's Dexter from a TV show into a participatory narrative, and developing an innovation ecosystem for CVS, presented at the PSFK Future of Retail conference.

I'm what some call a creative hybrid. I combine writing with experience design and business strategy, building on a career of over 8 years in advertising and innovation consulting.

I've taught at Miami Ad School and organized TEDxDumbo: City2.0, one of more than 60 simultaneous global events discussing the future of the city.

Based out of New York and born and raised in Romania, I mysteriously have no accent, but dozens of superstitions.